12 Apr INDIAN MOTORCYCLE – INDIAN SCOUT BOBBER LAUNCH

Challenge

Launch the new Indian Scout Bobber in a creative and memorable way.

Solution

The Brand Amp and Indian Motorcycle unveiled the Indian Scout Bobber in parallel with action sports’ biggest event, The X Games, to attract millennial risk-takers to this aggressive bike. Indian Motorcycle’s “Hometown Throw Down” Powered by Maxim was the single biggest, must-see event of X Games weekend. Red Bull freestyle rider Aaron Colton stole the show with a surprise entrance on the new bike and show-stopping burnout on the stage.

Following the party, 15 of the top endemic and non-endemic media joined Colton and motocross icon Carey Hart for a ride through the Minnesota countryside to fully experience the 100-horsepower Scout engine.

Following the launch, we partnered with three of the top builders in the industry, Keino Cycles, Kraus Motors and Roland Sands Design to put their personal spin on the Scout Bobber. All three customs were unveiled before an intimate group of motorcycle and lifestyle media at the Brooklyn Invitational. Each custom was exclusively placed with three of the largest motorcycle publications – Hot Bike (Keino), Cycle World (RSD) & American Iron (Kraus).

Results

The Scout Bobber launch generated 45M media impressions and $3M in advertising value. Top placements include a cover feature on Hot Bike magazine at launch and custom build features in American Iron, Hot Bike and Cycle World. Key non-endemic placements include USA Today, Maxim, Playboy, Men’s Journal and Rolling Stone.